The veteran welterweight is scheduled to face up-and-coming star Erick Silva at UFC 153 in Brazil on Oct. 13, but the San Jose, Calif.-based fighter wants another crack at the former UFC lightweight and welterweight champion, whom he fought to a majority draw in 2011.
On Tuesday, Fitch used a conference call designed to push AKA's new "Fight Factory" reality series on Nuvo TV to dog Penn, calling him a "coward."
"Here at AKA, we've got fighters who come out to fight, fighters who will face anyone and don't hide from any opponents. You've also got cowards out there like B.J. Penn who say they want to fight people, but then they run and hide."
Penn had his scheduled UFC 152 fight with Rory MacDonald postponed due to MacDonald's training cut. No decision has been made as to whether the Penn-MacDonald fight will be rescheduled for another date, or whether Penn will fight another foe.
At one point in his career, Penn trained with AKA, and last month, Penn indicated he'd like to train again in San Jose.
But Fitch clearly wants no part of such talk. Ask to clarify if he considered Penn a coward, Fitch said. "Yes. He's a coward. He wouldn't be welcomed here."